Sustainable Digital Marketing for Socio-Economic and Environmental Development: An Integrative Framework for Responsible Value Creation

Marketing is increasingly expected to contribute not only to firm-level growth but also to inclusive, digital and sustainable development. This paper develops an integrative conceptual framework for sustainable digital marketing as a strategic capability that connects market insight, customer engagement, value proposition design, data governance and impact accountability. Drawing on marketing strategy, market orientation, service-dominant logic, stakeholder theory, sustainability marketing, digital marketing and consumer protection literature, the paper argues that marketing can no longer be treated as a narrow promotional function. In development-oriented economies, marketing shapes the demand side of structural transformation: it informs what firms produce, how products and services are designed, how consumers understand value, how trust is constructed, and how market participation becomes more inclusive. The study uses an integrative conceptual review and framework-building approach rather than primary empirical data. It proposes that sustainable marketing performance emerges through three mechanisms: credible value communication, responsible behavioral influence and relationship-based value co-creation. The paper further identifies boundary conditions that can strengthen or weaken marketing’s contribution, including institutional trust, digital infrastructure, consumer literacy, environmental claim governance and organizational learning capability. Several visual models, diagnostic tables and illustrative maturity charts are offered to support future empirical testing and managerial application. The paper contributes to international debates on socio-economic and environmental issues in development by showing how marketing capability can be reconfigured to support productivity, consumer welfare, innovation, market resilience and lower-impact consumption. It concludes that the next stage of marketing scholarship and practice should move from persuasion-centered growth toward evidence-based, inclusive and accountable market transformation.